本文關(guān)鍵詞：重慶市涪陵“增福土雞”網(wǎng)絡(luò)營(yíng)銷(xiāo)體系構(gòu)建研究　出處：《重慶師范大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 農(nóng)副產(chǎn)品 網(wǎng)絡(luò)營(yíng)銷(xiāo) SWOT分析 網(wǎng)絡(luò)營(yíng)銷(xiāo)體系構(gòu)建

【摘要】：隨著人們生活水平的提高,大眾對(duì)食品的需求程度也越來(lái)越精細(xì)。綠色、健康、生態(tài)成了購(gòu)買(mǎi)產(chǎn)品的首選。近年來(lái),全國(guó)各地都開(kāi)始著力打造生態(tài)農(nóng)業(yè),反季蔬菜已經(jīng)越來(lái)越不暢銷(xiāo)。農(nóng)副產(chǎn)品供給量也有原來(lái)的相對(duì)短缺逐漸轉(zhuǎn)變?yōu)橄鄬?duì)過(guò)剩,但是由于中國(guó)國(guó)情決定,農(nóng)副產(chǎn)品的地方分配是不均勻的,因此迫切需要開(kāi)拓新的銷(xiāo)售渠道來(lái)對(duì)資源進(jìn)行合理分配,以在一定程度上避免資源的浪費(fèi)。近年來(lái)互聯(lián)網(wǎng)蓬勃發(fā)展,通過(guò)互聯(lián)網(wǎng)進(jìn)行宣傳來(lái)達(dá)到銷(xiāo)售目的已經(jīng)被很多行業(yè)所使用。依靠互聯(lián)網(wǎng)的興起和發(fā)展作為背景,網(wǎng)絡(luò)營(yíng)銷(xiāo)以一種全新的方式為我國(guó)農(nóng)副產(chǎn)品銷(xiāo)售帶來(lái)了前所未有機(jī)遇和挑戰(zhàn)。它較傳統(tǒng)營(yíng)銷(xiāo)融入了現(xiàn)代化技術(shù)和方法,對(duì)我國(guó)農(nóng)副產(chǎn)品的營(yíng)銷(xiāo)有極大的促進(jìn)作用,將網(wǎng)絡(luò)的及時(shí)、便捷、跨時(shí)空等特點(diǎn)系統(tǒng)運(yùn)用到農(nóng)副產(chǎn)品的營(yíng)銷(xiāo)過(guò)程中就是對(duì)農(nóng)副產(chǎn)品實(shí)行網(wǎng)絡(luò)營(yíng)銷(xiāo),在此過(guò)程中,要求人們充分利用Internet的特點(diǎn),通過(guò)計(jì)算機(jī)使用信息技術(shù)將農(nóng)副產(chǎn)品的圖片、市場(chǎng)價(jià)格、供求信息等進(jìn)行加工處理,加上物流配送體系運(yùn)用到銷(xiāo)售過(guò)程中,以達(dá)到提升農(nóng)副產(chǎn)品形象以及農(nóng)副產(chǎn)品的銷(xiāo)售量最終實(shí)現(xiàn)資源最有配置的目的。它是一種主要依靠英特網(wǎng)獨(dú)有的性質(zhì)來(lái)實(shí)現(xiàn)農(nóng)副產(chǎn)品銷(xiāo)售的現(xiàn)代化手段。本文在現(xiàn)有的網(wǎng)絡(luò)營(yíng)銷(xiāo)基礎(chǔ)上,以網(wǎng)絡(luò)營(yíng)銷(xiāo)模式為研究對(duì)象,通過(guò)對(duì)國(guó)內(nèi)幾種典型的銷(xiāo)售模式做分析后,再對(duì)重慶市涪陵區(qū)增福土雞進(jìn)行調(diào)研分析,運(yùn)用SWOT分析法對(duì)涪陵區(qū)增福土雞網(wǎng)絡(luò)營(yíng)銷(xiāo)進(jìn)行深入研究,分析了重慶市涪陵區(qū)增福土雞實(shí)行網(wǎng)絡(luò)營(yíng)銷(xiāo)的優(yōu)劣勢(shì)及機(jī)遇和挑戰(zhàn),最后通過(guò)構(gòu)建農(nóng)副產(chǎn)品網(wǎng)絡(luò)營(yíng)銷(xiāo)體系,從農(nóng)副產(chǎn)品標(biāo)準(zhǔn)化、農(nóng)副產(chǎn)品網(wǎng)絡(luò)營(yíng)銷(xiāo)平臺(tái)的建設(shè)、物流配送體系建設(shè)、品牌建設(shè)、售后服務(wù)等方面進(jìn)行體系構(gòu)建,以得出本文的結(jié)論。本文首先對(duì)農(nóng)副產(chǎn)品及網(wǎng)絡(luò)營(yíng)銷(xiāo)的相關(guān)理論做了闡述,第三部分對(duì)國(guó)內(nèi)三種典型的網(wǎng)絡(luò)營(yíng)銷(xiāo)模式進(jìn)行對(duì)比分析,找出這幾種營(yíng)銷(xiāo)模式的可借鑒的地方和不足。第四部分針對(duì)通過(guò)調(diào)研重慶市涪陵區(qū)增福土雞這一特色農(nóng)副產(chǎn)品,從歷史、現(xiàn)狀到現(xiàn)行銷(xiāo)售模式所存在的問(wèn)題進(jìn)行研究,運(yùn)用SWOT分析涪陵區(qū)增福土雞的優(yōu)劣勢(shì)及其面臨的機(jī)遇和挑戰(zhàn),第五部分為文章核心,結(jié)合第四部分得出的值得借鑒的地方和存在的不足,根據(jù)當(dāng)?shù)貙?shí)際情況,通過(guò)構(gòu)建適合增福土雞的網(wǎng)絡(luò)營(yíng)銷(xiāo)體系以實(shí)現(xiàn)網(wǎng)絡(luò)營(yíng)銷(xiāo)更好更快地發(fā)展。
[Abstract]:With the improvement of people's living standards, the demand for food is becoming more and more fine.Green, healthy and ecological have become the first choice to buy products. In recent years, all over the country began to focus on the creation of ecological agriculture. The off-season vegetables have become more and more unsaleable, and the supply of agricultural by-products has been gradually changed into a relative surplus, but due to the national conditions in China, the distribution of agricultural and sideline products is uneven. Therefore, there is an urgent need to open up new sales channels to rationally allocate resources in order to avoid the waste of resources to a certain extent. In recent years, the Internet is booming. Through the Internet publicity to achieve sales objectives has been used by many industries. Relying on the rise and development of the Internet as a background. Network marketing has brought unprecedented opportunities and challenges to the marketing of agricultural and sideline products in China in a new way. It is more integrated with modern techniques and methods than traditional marketing. Agricultural and sideline products marketing in China has a great role in promoting, the network of timely, convenient, cross-space-related characteristics of the system used in the agricultural and sideline products marketing process is the implementation of network marketing of agricultural by-products, in this process. It is required that people make full use of the characteristics of Internet to process the pictures, market prices, supply and demand information of agricultural and sideline products by using information technology. In addition, the logistics distribution system is applied to the sales process. In order to improve the image of agricultural and sideline products and the sales volume of agricultural by-products to achieve the purpose of resource allocation, it is a modern means to realize the sale of agricultural by-products mainly relying on the unique nature of the Internet. Existing network marketing based on. Take the network marketing pattern as the research object, through to the domestic several typical sales models to do the analysis, then carries on the investigation and analysis to the Chongqing Fuling district Zengfu local chicken. The SWOT analysis method was used to study the network marketing of Zengfu local chickens in Fuling district, and the advantages and disadvantages, opportunities and challenges of implementing network marketing in Fuling district of Chongqing were analyzed. Finally, through the construction of agricultural and sideline products network marketing system, from the agricultural by-product standardization, agricultural and sideline product network marketing platform construction, logistics distribution system construction, brand building, after-sales service and other aspects of the system construction. In order to draw the conclusion of this paper. Firstly, this paper expounds the related theories of agricultural by-products and network marketing. The third part makes a comparative analysis of three typical network marketing models in China. To find out these marketing models can be used for reference and deficiencies. 4th part through the investigation of Chongqing Fuling District, this unique agricultural and sideline products, from the history. The current situation to the current sales model of the problems are studied, using SWOT analysis of the advantages and disadvantages of Fuling District, and the opportunities and challenges facing, 5th part is the core of the article. Combined with the 4th part of the worth of reference and shortcomings, according to the actual situation of the local, through the construction of a network marketing system suitable for Fufu local chickens to achieve better and faster development of online marketing.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F323.7

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